Das SPCL Framework: In 4 Schritten mehr Einfluss aufbauen

0:00The issue that most people struggle with is that you're making not enough content number one and the types of content that you're making are not attracting the types of customers you want. The promise that I have for you today is that I will show you a framework that I have called SPCL with like special if you want, but it's how to build influence rather than how to get as many views as possible or anything like that. All right, but it's a four-part framework and I want to break down each of the four components for you so that you can think about how you want to approach making content, all right, and building a brand in general.

0:25SPCL, these are letters and hopefully over it cam works all right. So, S P C L. So, what do these actually stand for? All right. So, number one is status. And this is why you hear me talk about proof so much. But, how do you define status from an operational perspective? For those of you who are new to the channel, I like to operationalize things meaning like I like to look at objective reality and describe how we would see with your eyes rather than try and put a whole bunch of like emotional words around stuff because these are like that type of language is what confused me for a very long time when I was coming up and it was only after I started defining things by what I could see, what I could observe, did reality feel like sharper, more crisp to me and my ability to predict what was going to happen next increased by a lot. And so, this is why I I talk in this way. So, how do I find status? So, status is someone who controls reinforcers in a given environment. So, that's a little bit fancy word, but fundamentally, if you control the good stuff that people want, then you will have status no matter what it is, right? And so, the simplest example I have is like if you go to a bar and it's a busy bar and there's a bartender and you have to get the bartender's attention in order to get a drink or booze, that guy in that moment has status. He controls a scarce resource, right? But, if that guy walks out of the bar no longer controlling that scarce resource, he does not have the same status or even close to it, right? Like outside of the bar, he's not getting tips every every single five seconds when he like moves his hands a little bit and like says something nice.

1:45People aren't waving money at him as he walks in the street, of course not. It's because he has status in one condition and he doesn't have another. Now, what's interesting about all four of these elements I'm going to break down, they all can work independently, but the idea is that you want all four to be stacked together. And this is what gives you the most influence, right? So like any of these four on their own would give you influence. Like that bartender, if he just has that, he would have some level of influence. And I'll give you a different example of this. If a kid inherits money, right? They're going to have uh status, right? Like if you just if you have money, even if you didn't earn it, even if you didn't anything, if you have money, you will have some degree of status because you control something other people want. Period.

2:19That's how it works, all right? But would that kid who has money have the same status as a kid who has money who also gave you, you know, 10 different crypto coin picks that all popped off, right? Well, if he gave you 10 different picks and you followed them and they all popped off, how much more influence would that person have over them saying, "Hey, you should put money in this." or "Hey, you should, you know, give me money for XYZ." or whatever it is. Obviously, I'm talking money cuz I'm I'm a business person first, but like think about how much more influence version two would have with just two of those things versus version one. That's the difference. But if you have all four, that's when you get you become super sad. So, status is number one, so you control scarce resources. Power is number two. I would say if I had to only pick one, I would pick power and I'll explain why.

3:03Power comes from something in the behavioral dynamics world called say-do correspondence. What that means is if I say something and then you do it and then a good thing occurs, a reinforcing event happens afterwards, you are more likely to comply with a following request, right? So, said differently, I give you the example of the guy who says, "Hey, here's 10 stock picks, you buy them." and then a good thing happens. The thing goes up. Great. So, that person has status and power, which is why they are more influential than the trust fund kid who just has money.

3:33And so, to the same degree, for many of you who are trying to make content, one is like, "Okay, status, I want to demonstrate that I control a scarce resource that some people might want, right?" Um and so, what makes this a little bit more muddy is that sometimes one event can check multiple boxes. And so, I'll give you a simple example. When we launched the book, we did a 100 million plus in sales. That in and of itself, me having money from the event gives me status. Me saying, "Hey, you can launch stuff in this way." gives me credibility, right? Because I showed that I have an event. I have something that has happened as a result of me doing it. That gives me third-party credibility. There's something that you can observe with your eyes, right? The reason that my ads do well when I have my, you know, $10 million building behind me is like, "Oh, well, that's hard to fake,

4:16>> [laughter] >> right?" And so, you have credibility there. And so, one event, like selling a company, can give you money, it can give you credibility. And then if I give people directions on how they can do things that are similar, and then good things happen, then all of a sudden you get power. And then the last is likeness. I know I'm skipping around, but hey, we're live. We're having a good time. All right? And so, credibility is number three. And I'm going to go in more detail on all these. All right? And then likeness.

4:41So, what's likeness? So, likeness is that you see some This is some people say relatability. This can be both uh psychological in terms of you share similar values with this person. You like You like their vibe, whatever you want to say, right? You like their behavior set and it. And that behavior set matches to people who have been positive in your life in the past, or they literally just look like you, right? So, like Leila and I could talk about the exact same stuff, but she's a girl. And so, she's going to have more chicks who follow her than me. And for the for the few ladies who do follow me, I appreciate you. I really do. Uh but I have like an 89% male audience. And so, maybe it's it's because of the topic, but I would think, you know, at at my onset I think, "Oh, it's because I talk about money and I talk about business.

5:17That's why I have a more male audience." But Leila, I think is like 54% female. And she talks about almost exclusively money and business. Um obviously she talks about some mindset stuff, too. But I I say this to say, "Okay, if we have these four things, and these are the things that create influence." And I would define influence as um high likelihood of compliance with requests. So, what does that mean? So, if I say, "Hey, you know, grab my new book." Or I say, "Hey, come to this webinar." Or "Hey, I'm going live. Like, come check it out." Or "Hey, you should come to workshop." Whatever it is, right? You make some sort of solicitation. It could be like or subscribe. It doesn't matter.

5:46Like, there's levels of how quote big of an ask something is. If any of you guys played like a video game, it's like you have like a roll for like Dungeons & Dragons, and it like depends on how how charismatic, how much influence you have, how high of a roll or how low of a roll rather you'd need in order to be successful with the request, right? And so if you want to stack that stat for you, then if you want to min-max your influence if you will, then you want to stack all four of these things. If you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.